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Table of Contents
- Key Takeaways
- Is the ‘Best’ Service Provider Always the One That Gets Picked?
- Why Recognition Beats Perfection
- The Power of Brand Recall: Examples
- The Stats Don’t Lie
- Why This Matters for Small Service Businesses
- So, What Can You Do About It?
- Next Steps
Key Takeaways
- In today’s crowded market, being the “best known” often wins over being the “best” service provider.
- Brand recall – familiarity and recognition – acts as a mental shortcut for potential clients, leading them to choose you.
- Trust in a brand, built through consistent presence and engagement, often outweighs minor differences in technical quality or price.
- For small businesses, building your brand visibility and focusing on being known is crucial to competing effectively.
- Consistent online presence, targeted advertising, genuine engagement, and actively seeking reviews/testimonials are key strategies to become “best known.”
- Have you ever looked at a competitor and thought… “How the hell are THEY getting all the clients?”
You might know deep down that you’re better, you’ve got a stronger offer, and you genuinely care more about your clients’ results. But somehow, they’re still the ones winning the business.
Here’s the truth: It’s not always the best business that wins. It’s the best known.
And in this post, I’m going to break down exactly why that is, and how you can flip the script, get seen, get remembered, and finally get chosen.
Is the ‘Best’ Service Provider Always the One That Gets Picked?
We’ve all heard the saying “the best service wins.” But is that really true anymore?
Today, it’s often the best known that wins—not necessarily the best.
Why Recognition Beats Perfection
Why does this happen? Because in a world full of options, recognition beats perfection.
Think about it – when people are choosing between different options, they usually go with what feels familiar. They pick the name they’ve heard of before, even if another option might technically be better or perhaps slightly cheaper.
That’s called brand recall. It’s the mental shortcut that potential clients use when making a decision.
The Power of Brand Recall: Examples
Here’s a perfect example – remember Blockbuster?
They had the stores, the brand, the presence—everyone knew them. They were the established giant. Then Netflix came in with a far better offer: streaming movies directly to your home.
But Blockbuster ignored the shift. They relied too heavily on being “the big name,” thinking their existing recognition was enough. And they paid the ultimate price.
Now look at smartphones. There are phones out there with better technical specs than the latest iPhone. But Apple still dominates the market. Why? Because people trust the Apple brand. Recognition creates confidence—even when the product isn’t technically the “best” on every single metric.
The Stats Don’t Lie
The power of being known isn’t just anecdotal either. The stats prove it:
- Loyal customers spend more with your business.
- They refer more new business to you.
- They are significantly cheaper to keep happy than constantly trying to acquire new customers from scratch.
That’s precisely why big brands pour significant money into staying top of mind with their target audience.
Why This Matters for Small Service Businesses
Look, I understand that for you, as a small business owner, this can feel overwhelming. You might genuinely have a better service than your direct competition. You might be more affordable or offer a more personal touch. But without recognition – without being known and remembered – you’re fighting an uphill battle for every single client.
So, What Can You Do About It?
If being the ‘best known’ is key, how do you achieve it? You need to actively build your brand’s visibility. Focus on being known—not just being great at what you do.
That means:
- Showing up consistently online: Whether it’s social media, your blog, or email, regular presence builds familiarity.
- Running ads that actually speak to your ideal client: Don’t just boost posts; use targeted advertising to get in front of the right people with the right message.
- Engaging with your audience—genuinely: Respond to comments, messages, and build real connections.
- Actively asking for reviews and testimonials: Encourage your happy customers to share their experiences, whether through online written reviews or video testimonials. Social proof is incredibly powerful for building trust and recognition.
The goal is to create a brand that people don’t just see… they remember it. Because in the end, it’s not always the best business that wins. It’s the one people know and trust.
And trust? That’s what leads to long-term success and consistent client flow.
Next Steps
If you’ve read this blog and are ready to stop being the ‘best kept secret’ and start becoming the ‘best known’ in your industry, let’s talk about how you can achieve this. Don’t spend another year figuring out where to start and risk falling further behind your competitors.
Book your free Discovery Call today, and we’ll lay down a personalised plan to boost your brand’s visibility and start attracting the right clients who are ready to book your services.